Social-listening techniques aren't useful, says Hill Holliday SVP

07/30/2013 | Advertising Age (tiered subscription model)

Automated systems that perform social listening and analysis can't perceive the nuances needed to understand true social media intent and brand relationships, said Ilya Vedrashko, Hill Holliday's senior vice president and director of consumer intelligence, in this interview. Current drawbacks include not being able to parse out bot-created social media posts and categorical limitations that push posts into either positive or negative camps.

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